More than 100 small and medium-sized enterprises participated DUBAI: AstroLabs and TikTok have concluded their flagship partner program supporting small and medium-sized businesses in Saudi Arabia. The TikTok for Business Bootcamp was designed in partnership with AstroLabs to equip SMBs with the knowledge and tools necessary to effectively advertise on TikTok. Lukas Krejca, program operations director at AstroLabs, said: “The vision behind this program was to provide SMBs in Saudi Arabia with the necessary resources to thrive in the digital era. “We wanted to support the diversification and digital transformation efforts of local businesses, and this partnership with TikTok has allowed us to bring global best practices and cutting-edge advertising tools to the fingertips of local SMBs.” The program consisted of three tracks — start, create, and grow — that featured live sessions by global TikTok experts who provided insights into advertising on the short-form video platform. The sessions also included practical guidance on basic steps such as account setup and video creation. More than 100 SMBs participated in the program. TikTok and AstroLabs also tailored an in-person session at AlUla for 42 SMEs which constitute part of the Vibes AlUla Entrepreneurship Program, a strategic initiative by the Royal Commission for AlUla. TikTok also gave program participants ad credits that can be used on the platform. Lisa Friedrich, head of SMB for Europe, the Middle East and Africa at TikTok, said: “Participants gained practical knowledge, received personalized guidance from TikTok experts, and enjoyed a best-in-class onboarding experience. “We believe that empowering SMBs with the tools and expertise they need is crucial for their digital success, and we’re delighted to have AstroLabs as one of our first partners on this journey in the MENA (Middle East and North Africa) region.”